Yves Saint Laurent Beauty Unveils Pop-Up Store for Debut of YSL Loveshine Collection

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Yves Saint Laurent Beauty Unveils : Yves Saint Laurent Beauty, a luxury brand of L’Oréal, will host a pop-up in Paris’s 11th arrondissement on March 26 and 27 to commemorate the release of its new YSL Loveshine lipstick collection.

A floating heart will transport visitors to the Yves Saint Laurent Loveshine universe as they enter the factory at 27 boulevard Jules Ferry. The new collection, personified by musician Dua Lipa, who is also the brand’s spokesperson, will be available in four additional places.

A futuristic chamber with a scent bar and robots dancing to Yves Saint Laurent Loveshine lipstick choreography awaits guests. Interspersed throughout this will be activities like pincer machines, where participants have a chance to win a lipstick. The new lipsticks can be discovered by visitors using makeup flashes.

When launching a new collection or product, more than just Yves Saint Laurent Beauty have dabbled in immersive pop-ups. The transient Nina Illusion Café, a celebration of Nina Illusion, Nina Ricci’s new fragrance, recently took over Paris’s Canopée des Halles.

Emily Mitchell

Emily's passion for fashion journalism and her keen eye for runway trends make her the ultimate source for the latest fashion news and exclusive insights into the glamorous world of catwalks.

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